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This video is from
Case Studies

BlogWell
San Francisco
June 20, 2011

socialmedia.org/blogwell
This presentation is from

BlogWell
Dallas
February 19, 2014
socialmedia.org/blogwell

Christi McNeill
Surprise and delight
BlogWell Dallas Social Media Case Study: Southwest Airlines, presented by Christi McNeill
What Is It?
• The act of surprising
Customers with the sole
intention of creating
delight!
– Freebies and Goodies
– Above and Beyond Service
– Memorable Experiences
Quick Question:
What is the most delightful thing Southwest
Airlines could do for you on your next flight?
Tweet the answer to @SouthwestAir use
hashtag #BlogWell
Why?
• Opportunities exist
everywhere!
• Something unexpected
makes people curious
and interested
• Empowers Employees to
be decision makers and
do the right thing.
• Minimal investment but
huge return!
History of Valentine’s Day @
Southwest
•
•
•
•

Heroes of the Heart
Gate decorating
Free cocktails
Valentine’s flair
LUV is in our DNA!
Valentine’s Day 2014
Southwest has always been known as the LUV
airline. In fact, our NYSE symbol is LUV. Our
home base is Love Field.
How can we continue to “own the holidays”
in fun and relevant ways for our Customers?
How can we guarantee that our Customers
feel the LUV?
The Project:
Planning began in December 2013. We knew we needed
to find a way to surprise and delight our fans and
Customers
• We approved the budget to surprise Customers in DAL,
HOU, and DEN with $500 Southwest Airlines Gift Cards.
• We secured the multimedia resources to bring these
surprises to life.
• Wrote storyboards and concepts, but really had no idea
how our Customers would react…but they loved it!
The Video
• The traveling mom, the
military hero, the married
couple, the long distance
lovers…all stories
captured in just 24 hours
of filming in 3 cities.
• Life happens on our
planes!
The Launch
• We posted the video at 6am Friday morning to
Facebook.
• Our Facebook fans had the opportunity to win
Southwest Gift Cards as well – this just
sweetened the deal for online fans!
• We pitched the story to news media all across
the nation and secured several placements.
The Results
• Our highest video views
in a single day – ever!
• Overwhelmingly positive
response from our fans
and Employees.
• Sense of pride and
ownership from
Employees.
A Few Quick Tips…
• Have the right people in the
right positions to make
decisions.
• Equip your field reporters
• Look for story ideas
• Plan ahead (have a budget
and resources set aside for
activations).
BlogWell Dallas Social Media Case Study: Southwest Airlines, presented by Christi McNeill
SocialMedia.org
This video is from
Case Studies

BlogWell
San Francisco
June 20, 2011

Learn more about past and
upcoming BlogWells

socialmedia.org/blogwell
This presentation is from

BlogWell
Dallas
February 19, 2014
socialmedia.org/blogwell

socialmedia.org/blogwell

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BlogWell Dallas Social Media Case Study: Southwest Airlines, presented by Christi McNeill

  • 1. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell This presentation is from BlogWell Dallas February 19, 2014 socialmedia.org/blogwell Christi McNeill Surprise and delight
  • 3. What Is It? • The act of surprising Customers with the sole intention of creating delight! – Freebies and Goodies – Above and Beyond Service – Memorable Experiences
  • 4. Quick Question: What is the most delightful thing Southwest Airlines could do for you on your next flight? Tweet the answer to @SouthwestAir use hashtag #BlogWell
  • 5. Why? • Opportunities exist everywhere! • Something unexpected makes people curious and interested • Empowers Employees to be decision makers and do the right thing. • Minimal investment but huge return!
  • 6. History of Valentine’s Day @ Southwest • • • • Heroes of the Heart Gate decorating Free cocktails Valentine’s flair
  • 7. LUV is in our DNA!
  • 8. Valentine’s Day 2014 Southwest has always been known as the LUV airline. In fact, our NYSE symbol is LUV. Our home base is Love Field. How can we continue to “own the holidays” in fun and relevant ways for our Customers? How can we guarantee that our Customers feel the LUV?
  • 9. The Project: Planning began in December 2013. We knew we needed to find a way to surprise and delight our fans and Customers • We approved the budget to surprise Customers in DAL, HOU, and DEN with $500 Southwest Airlines Gift Cards. • We secured the multimedia resources to bring these surprises to life. • Wrote storyboards and concepts, but really had no idea how our Customers would react…but they loved it!
  • 10. The Video • The traveling mom, the military hero, the married couple, the long distance lovers…all stories captured in just 24 hours of filming in 3 cities. • Life happens on our planes!
  • 11. The Launch • We posted the video at 6am Friday morning to Facebook. • Our Facebook fans had the opportunity to win Southwest Gift Cards as well – this just sweetened the deal for online fans! • We pitched the story to news media all across the nation and secured several placements.
  • 12. The Results • Our highest video views in a single day – ever! • Overwhelmingly positive response from our fans and Employees. • Sense of pride and ownership from Employees.
  • 13. A Few Quick Tips… • Have the right people in the right positions to make decisions. • Equip your field reporters • Look for story ideas • Plan ahead (have a budget and resources set aside for activations).
  • 15. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 Learn more about past and upcoming BlogWells socialmedia.org/blogwell This presentation is from BlogWell Dallas February 19, 2014 socialmedia.org/blogwell socialmedia.org/blogwell